IN ORDER TO OUTSHINE THEIR SERVICES, PROVIDERS ARE KEEN TO OFFER BIOPRESERVATION MEDIA WITH NUMEROUS CHARACTERISTICS
In order to determine the relative competitiveness of biopreservation
media providers, we focused on several relevant parameters, such as, product
portfolio strength (in terms of number of biopreservation media offered,
preservation condition, presence of serum, type of biological sample, maximum
packaging volume and area of application) and partnership strength (in
terms of number of partnerships and type of agreement).
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Additionally, the
insights on company competitiveness have been presented in the form of a
2*2 matrix, with the
company’s experience (abscissa)
on the x-axis and competitiveness
(ordinate) on the y-axis.
As per our proprietary scoring criteria, amongst small
companies engaged in this domain, XXX
emerged as the most prominent player based on company competitiveness. The
company offers 12 serum containing media that support cryogenic
preservation of somatic cells for use in research and development. In addition, the company has signed XX partnerships
during the period 2015-2021. Examples of other prominent small players
in this domain include (arranged in decreasing order of
competitiveness) Cell Applications,
XXX, XXX, XXX, and Revive Organtech. It is also worth mentioning that a
majority of firms in this peer group are based in North America.
During our research, we came across several partnerships and
collaborations that have been inked between various stakeholders engaged in
providing biopreservation media. Out of all the partnerships, manufacturing and
supply agreement has emerged as the most popular (45%) type of partnership
signed by players engaged in providing biopreservation media. The industry has
also witnessed five instances of acquisitions in the given time period. This
trend reflects the fact that companies are continuously striving to expand
their existing service offerings. It is worth highlighting that the stakeholders
in this industry are increasingly establishing long term strategic
collaborations to better align their service offerings with the current market
demand.
It was observed that majority (64%) of biopreservation media
providers were mid-sized companies forming alliance with industry players. Only
XX small companies formed alliance with non-industry players. In addition, it
was observed that majority of the agreements related to biopreservation media were
signed between companies located in the same region (50% in North America
and 7% in Europe). Further, in most (21%) of the intercontinental
agreements, the service provider was observed to be based in North America,
while its collaborator was headquartered in Europe.
The Bowman’s Strategy Clock is a comprehensive and easy to use
marketing model with which a company can analyze its position in relation to
its competitors based around product price and perceived value.
The Bowman strategy clock has eight positions for
competitive positioning of biopreservation media. These are (in clockwise
direction) as follows:
§
Low Price and Low Added Value (Position 1)
§
Low Price (Position 2)
§
Hybrid (Position 3)
§
Differentiation (Position 4)
§
Focused Differentiation (Position 5)
§
Risky High Margins (Position 6)
§
Monopoly Pricing (Position 7)
§
Loss of Market Share (Position 8)
It is worth mentioning that average
price of biopreservation media for refrigerated condition is higher than other preservation
condition. However, we believe that the price of biopreservation media intended
for cryogenic storage will be higher, followed by deep frozen, cold chain and
refrigerated condition due to the inverse relation between the temperature of
preservation condition and duration of biopreservation. In addition, the
average price is the least for biopreservation media containing fetal calf
serum. Such pricing can be attributed to the fact that biopreservation media
devoid of serum are preferred amongst the consumers so as to avoid any animal
component led contamination in the preserved entities.
Further, average price per mL for
biopreservation media supporting tissues are priced higher than those
supporting germline cells / stem cells and somatic cells. Less number of
biopreservation media are offered by the companies for the preservation of
higher level of organized structure, including tissues. This can be attributed
to the challenging process of biopreservation of these biological samples that can
impact their structure, leading to physical damage or distortion, cell
shrinkage. Additionally, average price for biopreservation media packaged in
bag is comparatively highest amongst the packaging formats. Whereas average
price is lowest for biopreservation media packaged in bottle. This can be
attributed to the fact that bottle is the most preferred format for the
packaging of biopreservation media
Contact Details
Ben Johnson
+1 (415) 800 3415
ben.johnson@rootsanalysis.com
Roots Analysis
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